A4 Article in conference proceedings
Exploring Post-COVID-19 Branding Strategies of African Destinations (2023)
Ukpabi, D., Quarshie, B., & Karjaluoto, H. (2023). Exploring Post-COVID-19 Branding Strategies of African Destinations. In B. Ferrer-Rosell, D. Massimo, & K. Berezina (Eds.), Information and Communication Technologies in Tourism 2023 : Proceedings of the ENTER 2023 eTourism Conference, January 18-20, 2023 (pp. 217-227). Springer. Springer Proceedings in Business and Economics. https://doi.org/10.1007/978-3-031-25752-0_24
JYU authors or editors
Publication details
All authors or editors: Ukpabi, Dandison; Quarshie, Benjamin; Karjaluoto, Heikki
Parent publication: Information and Communication Technologies in Tourism 2023 : Proceedings of the ENTER 2023 eTourism Conference, January 18-20, 2023
Parent publication editors: Ferrer-Rosell, Berta; Massimo, David; Berezina, Katerina
Conference:
- e-Tourism Conference
Place and date of conference: Johannesburg, 18.-20.1.2023
ISBN: 978-3-031-25751-3
eISBN: 978-3-031-25752-0
Journal or series: Springer Proceedings in Business and Economics
ISSN: 2198-7246
eISSN: 2198-7254
Publication year: 2023
Publication date: 15/01/2023
Pages range: 217-227
Number of pages in the book: 368
Publisher: Springer
Place of Publication: Cham
Publication country: Switzerland
Publication language: English
DOI: https://doi.org/10.1007/978-3-031-25752-0_24
Publication open access: Openly available
Publication channel open access: Open Access channel
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/85201
Abstract
The lifting of COVID-19 restrictions has led to the opening of many tourism destinations, with many destination marketing organizations (DMOs) adopting different strategies to attract tourists. This study explores the post-COVID-19 branding strategies of four award-winning African destinations (South Africa, Kenya, Morocco, and Mauritius) and how they utilize social media to communicate their destination brand identities. We curated the tweets of the National Tourism Boards of the examined destinations from their official Twitter accounts and analyzed them using Atlas.ti. We found that each of the destinations uniquely identifies and communicates its destination’s competitive advantages. We provide insights and implications.
Keywords: tourism; tourism sector; tourist destinations; marketing; marketing communication; brands; branding; social media; Twitter
Free keywords: social media; destination brand identity; destination branding; tourism; Twitter; culture; marketing
Contributing organizations
Ministry reporting: Yes
VIRTA submission year: 2023
JUFO rating: 0
